网络营销趋势(英文)PPT文档格式.pptx

网络营销趋势(英文)PPT文档格式.pptx

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q=digital+marketing+trends+2011Wellwortharead:

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/5BooksQualifications:

CertDigMandDipDigMBestpracticeguidesAboutDaveChaffeyAnalyticsadvice,software&

consultingSearch&

conversionconsultingwww.clickthrough-62010consumertechadoption7HypeCycleshttp:

/ismoreeffective?

Trendfollowingorvisionfollowing?

/talesofthepathtodigitalexcellencehttp:

/journeytodigitalmarketinghttp:

/Trend1:

Content/engagementstrategy12http:

/13DevelopingyourOVPCorebrandproposition=MarketingMix:

1Whoyouare?

2Whatyoudo?

3Whereyoudoit?

4Whatmakesyoudifferent?

5Howcanourdigitalpresencehelpyoudecide?

TheOVPOVP-OnlineValuePropositionWhatcanyourprovidetohelp/inform/entertainmeonline?

Reinforcescorebrandpropositionandcredibility,butmessagingshowsDifferentOVPsfordifferentmarketsandaudiencesValuethatasitevisitorgetfromyouronlinebrandorcampaignthatTheycantgetfromyouoffline?

Theycantgetfromcompetitors?

DevelopcontentstrategytodeliverOVPsCommunicatemessageforcefully:

onlineandofflineKeyPoint14Isyoucontentexceptional?

15www.i-to-VideoOVPSeetips:

/siteandbusinessinnovationideasthroughUservoiceCrowdsource!

1768%CTR229downloadsContentstrategyexampleSeehttp:

/youneedacontentstrategist?

“Drivethedevelopmentandorganizationofcontentthatisuseful,compellingandmeaningfuldirectlyonandindirectlythroughdistributedcontent”http:

/20Trend2:

DigitalmarketingoptimisationModellingEffectivenessDoingtheRightThingResearchandAnalysisOptimisationEfficiencyDoingtheThingRightContinuousimprovementAutomationEfficiencyDoingtheThingRightAutomatedtools2121Q.Howautomatedisyouroptimization?

22http:

/Recommended:

ShufflePoint,GADataGrabber2324Source:

Plannedconversionoptimisation2526Howeffectiveisyourscent?

WHYCHOOSEUS?

WHERE/HOWTOBUY?

NEWCUSTOMER?

ExampleSCENTTRAILS27AutoglassMVTcasestudy-control28TVComparison+2.4%+2.4%TV-Off+6.4%+6.4%TV-On-1.3%-1.3%+14.8%+14.8%29Servicemessagetesting+5.3%+5.3%30UseFeedbacktoolsfor“Why”not“What”http:

/mayhavebeenkinginthe1990sbutcloseproofreadingisasimportantnowasiteverhasbeen.Whenwritingaboutcomplexissues,itsimportanttogetthesyntaxandsenseofsentencesrighttohelpreadersunderstandwhatyouaretryingtoexplain.Secondly,yoursiteusesacronymsandjargoninawaywhichassumesdetailedknowledgeofdigitalmarketing.Thishastheeffectofalienatingthoseofuswhoreadyourupdatesinthehopeoflearningandgaininganunderstandingofdigitalconcepts.Wegetthefeelingyouretryingtoshowoffwithyourcleverterminologywhen,infact,mostmarketingcomesfowntocommonsensereally.MoreemphasisonsenseandplainEnglishwouldimrovetheusabilityofyoursiteandnewsletters.Oneruletofollowistospelloutacronymsthefirsttimetheyareused.Dontassumeunderstanding.Pureplays-eh?

IntegrationoftoolsetsthroughAPIsandXMLfeeds.Thisisntagrammaticalsentence:

Refineandautomateyourcontactstrategiestosupportrighttouchingrequiresinvestmentinintegratedcontactstrategiesprojectupfrontwhichiswhymanyhaventimplementedyet.Icouldgoon!

ThanksOuch!

32Whatdocustomersvalue?

Think?

AnalyticswillonlyshowyouWhatnotWhyothertoolscanhelpiPerceptionshttp:

/website.Difficulttofinditemasnosearchboxprovidedforshortcut”“Icantfindanypricesonyourwebsite”“WouldliketoseewhereIcanbuyproductsfrom”.33http:

/34Trend3:

RightTouching=Engagementoptimisation35PresentedbyGrantBaillieofArgosat2008Emailmarketingconference,withpermissionYouremailmarketingcapability?

36ExampleofdynamiccontentinsertionPresentedbyGrantBaillieofArgosat2008Emailmarketingconference,withpermisssionTip.Changeorderofoffersorfeaturesaccordingtosegmenttoincreaserelevance37Q.DoyouhaveaneventtriggeredE-communicationsstrategy?

BT-Itsallaboutpastactions“Recognitionofactivity”PurchaseDispatched+7d+14d+21dRecognitionofpreviouspurchase39Trend4:

Socialmediamarketing40Drivingtraffic?

ThatstheoldwayYourwebsiteSearchmarketingAffiliatemarketingDisplayadvertisingEmailmarketingSource:

UpdatedfromanideabythegreatDavidHughes41Thebeatingheartpushingcontentout.EmailBlogsRSSfeedsSocialNetworkbrandpageAuthorsStaffReadersNewsAlertsUpdatesCompetitionsDiscussionConnectionNewsletterAlertsUpdatesSource:

UpdatedfromanideabythegreatDavidHughesYoursite4243Excuseswhycompaniesdont